Albuquerque Bernalillo County
Water
Utility Authority
Water by the Numbers Conservation Campaign
As
an agency, Cooney, Watson & Associates (CWA) has been involved
in designing and implementing public relations and public education
initiatives on water issues since 1994, when we were first engaged
by the City of Albuquerque to initiate a Water Conservation Campaign.
We worked with the City on water conservation issues from 1994-2002.
In 2005, we were selected by the Albuquerque Bernalillo County
Water Utility Authority to handle water conservation education
and public relations for its ratepayers.
Challenges
In 2008, we began a voluntary
conservation program with the Albuquerque Bernalillo County Water
Utility Authority. Called “Water
by the Numbers,” the campaign sought to reduce GPCD (gallons
per capita per day) from 167 in 2007 to 165 in 2008. Activities
included educating ratepayers to water once a week in March; twice
a week in April and May; three times a week in June, July and August;
then tapering back down to twice a week in September and October;
and once a week in November (until the first hard freeze). This campaign
included radio and television spots, print advertising, digital outdoor
advertising, bill inserts, magnets, public relations and community
outreach through nurseries, sprinkler equipment retailers and neighborhood
associations.
Results
As of the end of 2008, despite a dry year
with below-average rainfall, the program exceeded expectations,
reducing GPCD to just 161. The program was continued in 2009. |
 |
Materials developed
for this campaign:
|
